Is Missy Empire a Fast Fashion Brand?

Screenshot of Missy Empire website

Yes, Missy Empire is a fast fashion brand.

Founded by brothers and businessmen Ish and Ash Siddique, Missy Empire is a fast fashion brand worth £2.3 million. It brought in approximately £25 million in revenue in the last year.

On their website, there is absolutely no mention of sustainability, CSR, supply chain, or simply who made their clothes.

In an interview with BusinessLive, Ish said of other fast fashion retailers: “I’ve seen dresses sold for a fiver, but they’re made up from a single layer fabric and you can sometimes see through the garment, we tend to stay away from that“.

When I checked their site on 12/07/2020, I found 318 styles of dresses and other clothing in their £5 and under section, with many appearing to be just one layer of nasty polyester-elastane mix – so make of that what you will.

Missy Empire also offers payment using Clearpay, a controversial buy-now-pay-later schemes that encourage higher value purchases and getting customers into debt. This, coupled with the multiple discounts, sales, and more really forces the customer to look for low-cost items, rather than caring for their clothes and reducing their consumption of clothes more generally.

Transparency Rating: N/A
Sustainability Rating: N/A

This snippet is part of a larger guide to UK fast fashion brands, which goes into more detail about the issues with fast fashion, why it will never be sustainable, and how to make your wardrobe more sustainable.

Data for this review is taken from the brand’s website, corporate website, and Wikipedia. The Transparency Rating is from Fashion Transparency Index 2020. The Sustainability Rating is from Good On You.


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